Approach for the development marketing mix of local food in Pattaya, Chonburi Province

Abstract

This study aims to Approach for the development marketing mix of local food in Pattaya,  Chonburi Province by A collection of in-depth interview data was conducted of 3 groups such as food entrepreneurs, local government managers in Pataya and experts of local foods to study marketing mix factors (7Ps). The result of research syntheses found that 1) Product : using of high quality ingredients, fresh from the sea. Pattaya local food should be developed had 3 menus such as Squid Ink Soup, Giant Catfish in Sour Soup and Crab's Spawn Chili Sauce. 2) Price : The price is not too expensive, depends on the price of raw materials3) Place : near the road, convenient to travel.
4)  Promotion : using social media to communicate with customers and product andel local traditional events. 5) Process: the actual procedure since welcome customers,  the service  and good operating systems. 6) People: training our employees they will be able to better serve our customers. 7) Physical Evidence: clean, simple decoration, the kitchen and bathroom area are separate and parking.